Entries in BMW 7 Series
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With the introduction of the fifth-generation LS, Lexus would like you to believe that the original model was most noted for, “anticipating what luxury customers would want, rather than by simply amplifying what established luxury automobile brands offered at the time.” A nice sentiment, but not entirely true. The original LS undercut the price of a comparable S-Class or 7 Series by approximately $20,000 at launch, and combined this value with unparalleled build quality. Like the first-generation Acura NSX, it forced the established manufacturers to raise their game, improve their value proposition, and redefine what made a premium sedan premium. Unfortunately, it also helped to set off the technology arms race currently underway wherein luxury makes ladle more sensors, cameras, and stuff onto their cars in an attempt to one-up the competition; a war that didn’t take into account the electronic technology abilities of the Asian competition.

With the CT6, Cadillac kicks off a $12 billion decade-long drive to gain acceptance and relevance in the upper luxury segment. According to Johan de Nysschen, president of Cadillac: “The CT6 is nothing less than an entirely new approach to premium luxury – and an approach only Cadillac can offer. It is a bold endeavor with unmatched dynamism that reignites a passion for driving in large luxury vehicles. In short, it is prestige luxury reimagined.” Reimagined? Really? Conservative? Definitely. A bold endeavor? Perhaps for Cadillac.